From Ben Hunt: Secret #49 - “Plug the Biggest Leaks”
Your website is a complex entity.
People can enter on almost every page - and they do!
They have all kinds of different needs and expectations. How do you keep track as they move from page to page, doing all kinds of different things?
I’d invite you to step back, and imagine your whole website as a complex system of pipes - if you know the Dr. Seuss books, that may help 
Water comes into the system at many points. And water comes out of the system at many points!
Some of the water comes out through taps at the bottom, which represents your successful goal completions.
But most of the water leaks out at other points. (Even the best websites lose up to 90% of their visitors before they can persuade them to take action.)
If you stand and look at this complex system, with water spurting out at different points, it’s impossible to model it all and understand it in your head. So do this..
Just look for the biggest leak you can see.
Then try to figure out what is causing that leak.
And come up with an idea to fix it. (I would suggest you test to see if your idea works using A/B testing.)
How do you do this on your website? The easiest way is to look in your analytics package, and find the pages with the highest exit rates.
(Ignore bounce rate, that’s different, and ignore the minor leaks. Just look for the pages that are leaking the most visitors.)
What are they not getting? What do they need? What could be turning them off? What is too difficult?
Fix that leak as best you can. It may take a few attempts. The pressure in the rest of the system will increase slightly, and you’ll spot the next biggest leak more easily.
Follow this simple process and you’ll see big results.
Cheers,
Ben
Ben Hunt Limited
50 Penrhyn Road
Sheffield, UK